Marketing

Adweek Podcast: WPP’s Open X Model Is Making Marketing Magic for Coca-Cola


In 2021, Coca-Cola handed WPP its $4 billion ad account.

At the time, it gave new bespoke agency Open X a brief to change its marketing output from a “majority analog to 60% digital” and curate more live experiences.

With the recent debut of Coca-Cola’s “Foodmarks” campaign—which spotlights locations that are culturally relevant for the brand in partnership with Time Out—it’s clear Open X understood the assignment.

This week, Coca-Cola’s global vp of creative strategy and content, Islam ElDessouky, and Ogilvy’s global client lead, Liam Parker, join Adweek community and brand editors Luz Corona and Rebecca Stewart to discuss the year-long road to “Foodmarks.”

They also discuss how the work speaks to Coca-Cola’s wider marketing ambitions and gave an insight into how the Open X model is performing for the brand.

Stream the new episode below, listen and subscribe on Apple Podcasts, or find it on Spotify.



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